FACTORS INFLUENCING PARENTS' DECISION TO CHOOSE A SCHOOL AT TUNAS HARAPAN MANDIRI SCHOOL IN RANTAUPRAPAT

Abstract

The current orientation of Indonesian educational institutions is not only focused on educating, but the conditions for the development of education in Indonesia have become a race to provide a decent quality of education, especially in attracting consumers. The purpose of the study was to determine the effect of psychological factors and social factors on choice decisions and customer satisfaction. This research is quantitative research by emphasizing Systematic Literature Review. The sample amounted to 65 people who were parents/guardians of elementary school students of Sekolah Tunas Harapan Mandiri. The results showed that the respondent profile can be concluded that it qualifies as a purposive sampling sample where the criteria used are parents / guardians who choose elementary school education at Tunas Harapan Mandiri School. Psychological factors partially do not influence the decision to choose elementary school education at Tunas Harapan Mandiri School. Social factors partially influence the decision to choose elementary school education at Tunas Harapan Mandiri School. Psychological factors and social factors simultaneously influence the decision to choose elementary school education at Tunas Harapan Mandiri School. For research, it is hoped that research development can be carried out by paying attention to the scope of the sample and the development of independent variables.